I don't see the AppleTV and the BeoSound 5 as in the same category. But a lot of people were clearly hoping for video integration, etc., and so B&O finds itself looking for ways to implement this. That's not my point at all - I would have loved to see an uncompromisingly audiophile BS5, as described above.
Just a small correction: you do not have to switch on the TV to use AppleTV, you can switch ATV on, put it in standby, and access all of its stored or networked resources using an iPod Touch, and you can send the sound of ATV to any room in the house equipped with an airtunes unit, again just using a Touch or iPhone.
The screen image that would have been on your television is sent to your hand. Accessing and controlling media is very simple.